AI Showdown: Michelob ULTRA vs Williams Racing
In a groundbreaking event that blurred the lines between reality and virtual racing, Michelob ULTRA and Williams Racing teamed up for a race for the ages. The ‘Lap of Legends’ at Silverstone featured six Formula 1 world champions, each with multiple drivers’ titles under their belts, racing their iconic Williams cars alongside their AI counterparts.
Michelob ULTRA’s Vision
The brainchild behind this innovative project was Ricardo Marques, the vice president of marketing for Michelob ULTRA. Inspired by the success of previous AI-led projects like ‘McEnroe vs McEnroe’ and ‘Dreamcaster,’ Michelob set out to create a real vs. virtual race that celebrated the rich history of Williams Racing. The collaboration with Williams aimed to leverage technology to bring back the legendary drivers of the past and pit them against the modern-day talents.
The Making of the Race
To ensure an authentic experience, the team at Michelob left no stone unturned in their preparations. They meticulously analyzed over 720 races, 1,260 hours of footage, and 144,000 miles of racing to develop AI avatars that mirrored the driving style, technique, and strategy of the legendary drivers. The result was a one-of-a-kind augmented reality helmet that allowed the real driver, Logan Sargeant, to immerse himself in the virtual world of racing legends.
Legends Reunited
During the race, four living legends – Nigel Mansell, Alain Prost, Jacques Villeneuve, and Jenson Button – were present to witness their AI counterparts in action. The competitive spirit of these iconic drivers shone through as they watched the race unfold, reminiscing about their glory days on the track. The event was a true testament to the power of technology, AI, and augmented reality in creating a memorable and innovative experience in the world of motorsport.
At the Autosport Awards, Michelob’s efforts were recognized with a nomination for Brand Partnership of the Year. The event was praised for its creativity, technical prowess, innovation, and overall fun factor, making it a standout moment in the world of Formula 1. The ‘Lap of Legends’ not only brought together past and present champions but also showcased the endless possibilities that technology offers in the realm of sports entertainment.
